1

Store Layout, Design &
Visual Merchandising

Angela D’Auria Stanton, Ph.D.

“Shopper found dead in local
store; cause of death – boredom”

Stanley Marcus, Chairman-Emeritus, Neiman Marcus

No other variable in the retailing mix influences the consumer’s initial
perceptions of a bricks & mortar retailer as much as the store itself.

The store is “where the action is” and includes such minor details as
the placement of the merchandise.

Objectives of the Store Environment

„

Get customers into the store (store image)

‰

Serves a critical role in the store selection process

‰

Important criteria include cleanliness, labeled prices, accurate and pleasant

checkout clerks, and well-stocked shelves

‰

The store itself makes the most significant and last impression

„

Once they are inside the store, convert them into customers

buying merchandise (space productivity)

‰

The more merchandise customers are exposed to that is presented in an

orderly manner, the more they tend to buy

‰

Retailers focusing more attention on in-store marketing – marketing dollars

spent in the store, in the form of store design, merchandise presentation,

visual displays, and in-store promotions, should lead to greater sales and

profits (bottom line: it is easier to get a consumer in your store to buy more

merchandise than planned than to get a new consumer to come into your

store)

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Objectives of Good Store Design

„

Design should:

‰

be consistent with image and strategy

‰

positively influence consumer behavior

‰

consider costs versus value

‰

be flexible

‰

recognize the needs of the disabled – The
Americans with Disabilities Act

Types of Floor Space in Store

„

Back Room – receiving area, stockroom

‰

Department stores (50%)

‰

Small specialty and convenience stores (10%)

‰

General merchandise stores (15-20%)

„

Offices and Other Functional Space – employee break room,

store offices, cash office, restrooms

„

Aisles, Service Areas and Other Non-Selling Areas

‰

Moving shoppers through the store, dressing rooms, layaway

areas, service desks, customer service facilities

„

Merchandise Space

‰

Floor

‰

Wall

Store Layout (and Traffic Flow)

„

Conflicting objectives:

‰

Ease of finding merchandise versus varied and
interesting layout

‰

Giving customers adequate space to shop versus
use expensive space productively

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Grid (Straight) Design

• Best used in retail environments
in which majority of customers
shop the entire store

• Can be confusing and frustrating
because it is difficult to see over
the fixtures to other merchandise

• Should be employed carefully;
forcing customers to back of large
store may frustrate and cause
them to look elsewhere

• Most familiar examples for
supermarkets and drugstores

Curving/Loop (Racetrack) Design

• Major customer aisle(s) begins at
entrance, loops through the store
(usually in shape of circle, square
or rectangle) and returns customer
to front of store

• Exposes shoppers to the greatest
possible amount of merchandise by
encouraging browsing and cross-
shopping

Free-Flow Layout

•

Fixtures and

merchandise grouped
into free-flowing
patterns on the sales
floor – no defined
traffic pattern

• Works best in small
stores (under 5,000
square feet) in which
customers wish to
browse

• Works best when
merchandise is of the
same type, such as
fashion apparel

• If there is a great
variety of
merchandise, fails to
provide cues as to
where one department
stops and another
starts

Storage, Receiving, Marketing

Underwear

Dressing Rooms

Checkout counter

Clearance

Items

Feature

Feature

Jeans Cas

ual

W

ear

Sto

ckings

Accessories

Pants

To

ps

To

ps

Skirts and Dresses

Hats

an

d Handbags

Open Display Window

Open Display Window

4

Spine Layout

• Variation of grid, loop and free-form
layouts

• Based on single main aisle running from
the front to the back of the store
(transporting customers in both directions)

• On either side of spine, merchandise
departments branch off toward the back or
side walls

• Heavily used by medium-sized specialty
stores ranging from 2,000 – 10,000 square
feet

• In fashion stores the spine is often subtly
offset by a change in floor coloring or
surface and is not perceived as an aisle

Location of Departments

„

Relative location advantages

„

Impulse products

„

Demand/destination areas

„

Seasonal needs

„

Physical characteristics of merchandise

„

Adjacent departments

Feature Areas

„

The areas within a store designed to get the
customer’s attention which include:

‰

End caps – displays located at the end of the
aisles

‰

Promotional aisle/area

‰

Freestanding fixtures

‰

Windows

‰

Walls

‰

Point-of-sale (POS) displays/areas

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Fixture Types

„

Straight Rack – long pipe suspended

with supports to the floor or attached

to a wall

„

Gondola – large base with a vertical

spine or wall fitted with sockets or

notches into which a variety of

shelves, peghooks, bins, baskets and

other hardware can be inserted.

„

Four-way Fixture – two crossbars that

sit perpendicular to each other on a

pedestal

„

Round Rack – round fixture that sits

on pedestal

„

Other common fixtures: tables, large

bins, flat-based decks

Fixture Types

„

Wall Fixtures

‰

To make store’s wall
merchandisable, wall usually
covered with a skin that is fitted
with vertical columns of
notches similar to those on a
gondola, into which a variety of
hardware can be inserted

‰

Can be merchandised much
higher than floor fixtures (max
of 42” on floor for round racks
on wall can be as high as 72”

Merchandise Display Planning

„

Shelving – flexible, easy to maintain

„

Hanging

„

Pegging – small rods inserted into gondolas or wall systems – can be labor

intensive to display/maintain but gives neat/orderly appearance

„

Folding – for softlines can be folded and stacked on shelves or tables - creates

high fashion image

„

Stacking – for large hardlines can be stacked on shelves, base decks of

gondolas or flats – easy to maintain and gives image of high volume and low

price

„

Dumping – large quantities of small merchandise can be dumped into baskets or

bins – highly effective for softlines (socks, wash cloths) or hardlines (batteries,

candy, grocery products) – creates high volume, low cost image

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Three Psychological Factors to
Consider in Merchandising Stores

„

Value/fashion image

‰

Trendy, exclusive, pricy vs value-oriented

„

Angles and Sightlines

‰

Customers view store at 45 degree angles from the path they

travel as they move through the store

‰

Most stores set up at right angles because it’s easier and

consumes less space

„

Vertical color blocking

‰

Merchandise should be displayed in vertical bands of color

wherever possible – will be viewed as rainbow of colors if each

item displayed vertically by color

‰

Creates strong visual effect that shoppers are exposed to more

merchandise (which increases sales)

POS Displays

„

Assortment display – open and

closed assortment

„

Theme-setting display

„

Ensemble display

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Rack display

„

Case display

„

Cut case

„

Dump bin

Visual Merchandising

„

The artistic display of merchandise and theatrical props used as

scene-setting decoration in the store

„

Several key characteristics

‰

Not associated with shop-able fixture but located as a focal point

or other area remote from the on-shelf merchandising (and

perhaps out of the reach of customers)

‰

Use of props and elements in addition to merchandise – visuals

don’t always include merchandise; may just be interesting display

of items related to merchandise or to mood retailer wishes to

create

‰

Visuals should incorporate relevant merchandise to be most

effective

‰

Retailers should make sure displays don’t create walls that make

it difficult for shoppers to reach other areas of the store

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StoreFront Design

„

Storefronts must:

‰

Clearly identify the name and general nature of
the store

‰

Give some hint as to the merchandise inside

‰

Includes all exterior signage

‰

In many cases includes store windows – an
advertising medium for the store – window
displays should be changed often, be fun/exciting,
and reflect merchandise offered inside

Atmospherics

„

The design of an environment via:

‰

visual communications

‰

lighting

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color

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sound

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scent

to stimulate customers’ perceptual and emotional responses and

ultimately influence their purchase behavior

Visual Communications

„

Name, logo and retail identity

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Institutional signage

„

Directional, departmental and category signage

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Point-of-Sale (POS) Signage

„

Lifestyle Graphics

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Visual Communications

„

Coordinate signs and graphics with store’s
image

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Inform the customer

„

Use signs and graphics as props

„

Keep signs and graphics fresh

„

Limit sign copy

„

Use appropriate typefaces on signs

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Create theatrical effects

Lighting

„

Important but often overlooked element in
successful store design

‰

Highlight merchandise

‰

Capture a mood

‰

Level of light can make a difference

„

Blockbuster

„

Fashion Departments

Color

„

Can influence behavior

‰

Warm colors increase blood pressure, respiratory rate
and other physiological responses – attract customers
and gain attention but can also be distracting

‰

Cool colors are relaxing, peaceful, calm and pleasant
– effective for retailers selling anxiety-causing
products

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Sound & Scent

„

Sound

‰

Music viewed as valuable marketing tool

‰

Often customized to customer demographics - AIE
(

http://www.aeimusic.com

)

‰

Can use volume and tempo for crowd control

„

Scent

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Smell has a large impact on our emotions

‰

Victoria Secret, The Magic Kingdom, The Knot Shop

‰

Can be administered through time release atomizers or via
fragrance-soaked pellets placed on light fixtures